Overview of Relationship Marketing in Tourism Industry

Marketing concept is widely applied in the contemporary conditions of business operations at the tourist industry. During the last 20 years, a relationship marketing concept has become the dominant marketing paradigm and subject of many marketing researches. Relationship marketing is used in many marketing areas such as: service marketing, marketing research, customer behavior, international marketing, strategic marketing, direct marketing etc. Applying relationship marketing in service sector means that services have to fulfill customer needs to increase customer's satisfaction and loyalty during a long time period. Based on the literature review and the relationship marketing research in service sector, the aim of this paper is to deal with relationship marketing and its key constituents. It also described about the Relationship between Hoteliers and Travel Agency.